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Magazine article
(E&M - 2019/2)
Visconti Luca M.
The Long March from Stonewall to an LGBTQ+ Market
The Italian LGBTQ+ market, that can be estimated at around 93 billion euros per year already in 2016, is characterized by poor research and a small number of active companies. By examining the intersection between the high/low specificity of needs of LGBTQ+ consumers (situations in which orientation/gender identity act respectively as a strong/weak driver of purchasing) and their adaptive/proactive ...